Fiorucci Archivio website

Elio Fiorucci reinvented fashion — and then he reinvented it some more. He created designer jeans before anyone knew denim could be more than work wear. He invented stretch jeans before anyone knew they wanted their denim tight.

He made shopping theatre before every brand decided to put on a show. He was the first to exploit pop art, music and celebrity. Along the way, he made disco rock at Studio 54.